Dissatisfaction with social media at an all-time high

ACSI report finds that advertising is the biggest factor driving customer dissatisfaction


Rates of customer satisfaction with social media has fallen throughout 2018, according to a report by the American Customer Satisfaction Index (ACSI), which found that customer satisfaction with social media as a whole had dropped 1.4% to a score of 72 on the ACSI's 100-point scale.

ACSI reported that social media giants Facebook, LinkedIn and Twitter have the least satisfied users. The reasons for their dissatisfaction were found to be mainly focused around the amount of advertising on the sites, with concerns about privacy also affecting the public's opinion.

"Privacy concerns, bots, and toxic online discourse have taken their toll on social media," said David VanAmburg, managing director at ACSI. "But users report they're even less satisfied with the amount of advertising on social media sites than with privacy protections."

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VanAmburg added: "Privacy is important to users, but is often in the back of their mind. Advertising is in their face, and unlike with TV and radio, where they're used to advertising, users don't want to be inundated with ads while looking at pictures of their grandkids or to watch a commercial before a YouTube video."

Social media was ranked among the bottom five of all industries measured by the report, and was also found to be the lowest of the three e-business categories. Comparably, internet news and opinion maintained their rating of 75, while internet search engines and information rose nearly 4% to a score of 79.

ACSI found that Pinterest, YouTube, and LinkedIn were the only social media sites to improve customer satisfaction in 2018. After a second straight year of growth, Pinterest was found to have achieved the biggest gain in social media, rising 3% to an ACSI score of 80, its highest ever. 

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